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Apprenticeship Evolution Campaign

CDLE/CWDC spent $200,000 of a U.S. Department of Labor and Employment grant to promote apprenticeships.

USDOL Grant

Apprenticeship Evolution Budget

Item Company/Organization Cost Interagency Contract CWDC/CDHE $70,000 PSA Media Buys Colorado Broadcasters’ Association ($15K/month) $60,000 Advertising Cactus $65,000 PSA Production Assets Colorado Office of Government, Policy and Public Relations

$5,000

Total: $200,000

1. Launch a statewide campaign to promote apprenticeships using funds from the USDOL grant. 2. Set foundation for future BEL Commission communications work. Key deliverables

• Communications plan
• Communications roadmap
• Collateral and support material

Project Goals

Key Strategies

• Launch statewide PSA campaign and accompanying microsite
• Pursue paid and earned media opportunities
• Leverage agency/organization social media channels
• Craft unified messaging that informs collateral and resources

Communications Goals and Strategies

Key Goals

• Change perceptions of apprenticeships among students, adult

learners and business owners

• Increase understanding of, interest in and participation in existing

programs

• Increase interest in, understanding of and drive adoption among

new businesses

• Communicate outcomes to secondary audiences

Primary: Youth, adult job-seekers and business leaders

Key Audiences

Secondary: Influencers (parents, counselors, policymakers community members, etc.)

Television and Radio (through August)

Digital views: 2,720,981; 69% VCR Facebook views: 176,583; 90% VCR Twitter views: 62,491; 25% VCR

Total online paid media views: 2,960,055

Digital Metrics (As of Sept. 13, 2018)

Website Metrics (As of Sept. 26, 2018)

• 4,175 unique visitors
• 3,272 unique visits
• 6,618 total pageviews
• Averaging about 175 visits a day since campaign

launch

Pageviews Breakdown Homepage: 54.85% Job Seekers: 33.68% Youth Apprenticeships: 6.82% Employers: 3.61% Youth Employers: 1.04%

Visits

• 27 webform submissions
• 1,796 button clicks
• “Find a program” – 1,066 clicks

Clicks

Website Metrics (As of Sept. 13, 2018)

Complementary programming

August 13: Sam Walker guest spot on Apprenticeship Jobline with 9News September: Workforce Development Month November 12-16: National Apprenticeship Week Ongoing: Community outreach and training

Your Resources

• Talking points
• PowerPoint with embedded notes
• Social media graphics and sample posts

Communications Resources

• What are the biggest barriers to WBL adoption?
• What kinds of campaigns do you want to see?
• Who are some latent audiences we should speak

to?

Future communications

Questions?